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a critical review of seraphic fire emails

08/30/13 07:23

Monday I received an email from the vocal ensemble Seraphic Fire telling me about the release on Tuesday of their new album. Obviously, they hoped I would buy the album. (I know a pitch when I see one.) Actually, they urged me to buy the album, and to do it on Tuesday.

“The Billboard chart rankings,” began the fourth paragraph, “are determined each week, on a Tuesday-Monday schedule. If we show strong sales on the first day of Billboard’s week, that momentum will ripple across the American music community, and Seraphic Fire could make it to the top of the charts.”

Wednesday I received another email from Seraphic Fire, which began: “It’s happening again… the music community across the US is buzzing with the success of a brand new album by the professional choir called Seraphic Fire.” “Well,” I thought to myself, “how about that?”

I went on to read that within 12 hours of its release the album was “No. 1 on the Amazon Hot New Release Chart.”

“We know it’s people like you,” I read farther down, “who are driving us to the top of the charts.” Which didn’t require a lot of astuteness on their part. Still, it was nice that they acknowledged their fans, even if, in the next paragraph, we were given a new task: “Please forward this email to friends or share the news on Facebook or Twitter.”

Here’s what I know: The next time I hear Seraphic Fire, those once unimpeachable voices are going to sound a little pushy.

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